T&H CX > Our Work > Digital Case Studies > W23 – Brand Identity Design & Development
Building a future-ready identity that positioned W23 as a trusted partner for founders and investors
W23, the venture capital arm of Woolworths Group, approached Tortoise & Hare CX Agency to create a new brand identity and digital presence that would reflect its role as a strategic investor and innovation partner. As a newly formed entity, W23 required a bold, modern identity that could stand alongside Woolworths while differentiating itself within the competitive VC landscape.
The objective was to develop a complete brand system, from core positioning and visual identity through to digital experience, ensuring W23 would launch with clarity, credibility, and creative impact.
W23 is the venture capital and innovation fund arm of Woolworths Group, responsible for securing new business ventures for the entire group. Utilising Woolworths assets, data, scale and expertise, they build strategic partnerships that generate joint value. The focus of their investment is in the retail-tech and climate-tech space.
Venture Capital
10+ employees, part of the larger ASX listed Woolworths Group 225,000+ employees
2019 - ongoing
Our process followed a staged brand development journey:
Discovery & Positioning
Conducted workshops with W23 leaders to define their mission, values, and tone of voice. Researched competitor VC brands to identify whitespace and opportunities for differentiation.
Concept Development
Created multiple brand identity concepts, including logo exploration, colour palettes, typography, and brand voice narratives. Collaborated closely with W23 stakeholders through iterative feedback rounds.
Brand System Build-Out
Developed a full identity system: brandmark, colour system, typography, image direction, and supporting brand “cheat sheet” for internal teams.
Digital Experience
Designed and delivered the W23 website as a central touchpoint, incorporating UX and UI phases with ongoing testing and feedback. This ensured consistency between the visual identity and the digital brand experience.
Challenges
Establishing credibility quickly: As a new player in the VC space, W23 needed an identity that conveyed authority and trust.
Balancing corporate alignment and independence: The brand had to reflect Woolworths Group values without appearing like a corporate sub-brand.
Tight timelines for launch: The website and brand assets had to be developed and approved within a compressed timeframe.
Outcomes
Successful brand launch: W23 debuted with a strong, distinct identity that signalled its role as a future-focused investor.
Digital presence: A polished, user-friendly website established credibility with founders, investors, and partners from day one.
Market positioning: Since launch, W23 has invested in and partnered with high-growth businesses (including WINC and MILKRUN), becoming a recognised player in Australia’s corporate venture capital scene.
Long-term flexibility: The brand system and guidelines ensured consistency across digital, print, and event communications.
